Gucci creative director Frida Giannini traveled to São Paulo to open a new exhibition on the brand in the Brazilian city.

Held on the third floor of the JK Iguatemi Mall, the three-week long exhibition of the Gucci Museo’s collections, titled ‘Forever Now‘, opened this weekend.

Treasured and rare GUCCI pieces have been transported to Brazil from the Gucci Museo. The Museum space was first opened in Florence in 2011 to celebrate the brand’s 90th birthday and is located inside the ancient Palazzo della Mercanzia (which dates back to 1337).

The exhibit features the trunks, suitcases and accessories created for the international jet-set in the 1950s, 60s and 70s.

There’s also a focus on the famous Bamboo bag, created in 1947, as well as the Gucci ‘Flora’ print which was designed in 1966 and first presented as a gift (in the form of a silk scarf) to Princess Grace of Monaco.

The horsebit loafer, which turned 60 last year is celebrated with a display of archival models. Finally, fans of prêt-à-porter won’t be disappointed; there are also made-to-measure suits and luxurious ladies’ gowns.

Frida Giannini and Gucci President and CEO Patrizio di Marco hosted a private preview of the show with celebrity guests including German model (and current Leonardo DiCaprio squeeze) Toni Garrn.